Vol. 8 No. 2 (2023)

Sport Economics

Analysis of Social Media Activities - Through the Examination of Handball Clubs Competing at Different Levels

Published:

2023-06-30

https://doi.org/10.21791/IJEMS.2023.2.5.

Authors

Ákos Pethő,

University of Debrecen, Károly Ihrig Doctoral School of Management and Business

Christa Sára Pfau

University of Debrecen, Faculty of Economics and Business, Institute of Sports Economics and Management

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Keywords

social media online handball marketing strategy sportmarketing sportclub

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Copyright (c) 2023 Ákos Pethő, Christa Sára Pfau

This work is licensed under a Creative Commons Attribution 4.0 International License.

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Pethő, Ákos, & Pfau, C. S. (2023). Analysis of Social Media Activities - Through the Examination of Handball Clubs Competing at Different Levels . International Journal of Engineering and Management Sciences, 8(2), 39-53. https://doi.org/10.21791/IJEMS.2023.2.5.

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Received 2022-11-10
Accepted 2023-06-20
Published 2023-06-30

Abstract

In Hungary, handball enjoys special attention and support, this is true not only for our country, but also for Europe, and the sport is gaining more and more space worldwide. One of the biggest innovations of the last two decades is certainly social media, which has reformed the basic strategies related to information transfer and traditional marketing activities. The processes of content production on these platforms have radically changed, which every sports club should pay attention to, as they can gain significant advantages in terms of economics, marketing and community building if they are able to communicate well. Three sports clubs competing at different levels were compared during a qualitative study in terms of their social media marketing strategy activities, namely PICK Szeged, Balatonfüredi KSE – BFKA Balatonfüred and DEAC handball team. The basic concept of this research model was built on how the online marketing communication activities of club teams fighting for different professional goals at different levels differ from each other, as well as what are the development opportunities and aspects that can be used as effectively as possible on social media platforms. The handball club teams agreed on several research questions, but a significant difference could also be discovered in one area, in which the professionals responsible for social media disagreed or represented a different point of view. Looking at my results, it can be concluded that behind a successful online marketing strategy there is always serious preparation and planning work, as well as the diversification of content production on different platforms, because the consumer communities of the platforms are also different from each other.

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